Bealls Launches Mobile App for Holiday Season Push
The retailer is using digital tools to compete for a share of the projected $275.1 billion in holiday online spending.
Updated on Oct. 15, 2026 in Retail
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Bealls has launched a new mobile shopping application alongside a national marketing campaign titled For the Haul of It. The push arrives as retailers gear up for a holiday season where online sales are projected to grow 6.7 percent to $275.1 billion.
Why it matters
The investment aims to unify the brand's physical presence—which spans 650 stores in 23 states—with a digital channel to drive customer loyalty. It positions the retailer to capture a share of the forecasted $275.1 billion in holiday online spending.
Holiday online sales are forecast to grow 6.7% to $275.1 billion during the upcoming season. Bealls currently supports its retail network through 650 stores across 23 states, expanding its footprint with 13 new locations announced in August.
The players
Bealls
A national retailer operating over 650 stores across 23 states with an expanding digital strategy.
Ross
An off-price retail chain that opened 115 new stores during the current fiscal year.
Burlington
A department store chain that added 150 net new stores in the 12 months preceding late August.
The details
The mobile app serves as a central hub for customer acquisition and retention, bridging the gap between in-store visits and digital engagement. By integrating this tool with the For the Haul of It campaign, the company is using data-driven marketing to increase brand recognition. This strategy mirrors efforts by peers like Ross and Burlington, which have expanded by 115 and 150 net new stores respectively in recent periods, as the industry fights for market share.
Timeline
August: Bealls announced plans for 13 new stores.
October 9, 2026: The mobile app and marketing campaign were announced.
November 1 to December 31: The projected peak holiday retail season.
Market Landscape
Bealls' digital pivot follows the established industry trend toward mobile-integrated holiday shopping as tracked by the National Retail Federation. This move places it in direct competition with chains like Ross and Burlington that have aggressively expanded their physical footprints.
Operators should evaluate how their digital channels support physical foot traffic during the critical window between November 1 and December 31. Tracking whether mobile app adoption correlates with higher average ticket sizes in-store is a key metric for this season.
The takeaway
Retailers should monitor the performance of mobile-exclusive promotions during the holiday window to gauge customer engagement efficacy. It is worth auditing your current mobile integration to ensure it captures data that informs inventory and staffing decisions for the following quarter.
Further reading
For more on industry shifts, visit the Retail section.
Source note: This article includes information reported by Retail Dive.
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Do you plan to use retail mobile apps for your holiday shopping this year?
